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The first step in a great mobile experience
MOVR Mobile Overview Report October - December 2014
The first step in a great mobile experience
MOVR
MOVR 4Q 2014 – Executive Summary – Asia, N. America, Europe
Form Factor
Top 5 Smartphones
Smartphone OS
Smartphone Diagonal Size
Asia N. America Europe
Top 5 Tablets
Tablet Diagonal Size
inches
2% 76% 22% 2% 63% 35%
7.5%
7.4%
6.4%
5.9%
4.8%
Apple iPhone 5S
Apple iPhone 5
Samsung Galaxy S4
Samsung Galaxy…
Samsung Galaxy…
6.4%
6.2%
5.2%
5.1%
4.9%
Apple iPhone 5S
Apple iPhone 5
Apple iPhone 4S
Samsung Galaxy S4
Samsung Galaxy S III
15.7%
12.5%
7.5%
6.8%
6.5%
Apple iPhone 5S
Apple iPhone 5
Apple iPhone 4S
Apple iPhone 5C
Apple iPhone 6
15%
12%
12%
12%
11%
Apple iPad Mini
Apple iPad 4
Apple iPad Air
Apple iPad 3
Apple iPad 2
15%
12%
12%
11%
8%
Apple iPad 2
Apple iPad 4
Apple iPad Mini
Apple iPad Air
Apple iPad 3
22%
14%
13%
13%
9%
Apple iPad 2
Apple iPad 4
Apple iPad Mini
Apple iPad Air
Apple iPad 3
76% 19% 5% 0.7% 69% 22% 8% 0.6%
45% 35% 9% 8%
[4, 5) [5, 6) [2, 3) [3, 4)
56% 16% 16% 9%
[4, 5) [5, 6) [3, 4) [2, 3)
54% 23% 14% 8%
[4, 5) [5, 6) [3, 4) [2, 3)
47% 38% 9% 4%
[9, 10) [7, 8) [10, 11) [8, 9)
45% 34% 15% 3%
[9, 10) [7, 8) [10, 11) [8, 9)
59% 29% 9% 2%
[9, 10) [7, 8) [10, 11) [8, 9)
48% 49% 1.8% 1.0%
Android iOS Windows Phone OS RIM OS
1% 66% 33%
feature smartphone tablet
inches
2
MOVR
S. America Africa Oceania
Top 5 Smartphones
Smartphone OS
Top 5 Tablets
Form Factor
Smartphone Diagonal Size
Tablet Diagonal Size
MOVR 4Q 2014 – Executive Summary – S. America, Africa, Oceania
inches
inches
7% 78% 14%
feature smartphone tablet
0.3% 61% 39% 8% 70% 21%
7.2%
6.7%
3.7%
3.5%
3.3%
Nokia Lumia 520
Samsung Galaxy S4
Samsung Galaxy S5
Samsung Galaxy…
Samsung Galaxy S III
18.7%
16.9%
8.9%
8.2%
6.6%
Apple iPhone 5
Apple iPhone 5S
Apple iPhone 4S
Apple iPhone 6
Samsung Galaxy S4
11.3%
4.7%
3.4%
3.2%
3.0%
Motorola Moto G
Samsung Galaxy S4
Apple iPhone 5S
Samsung Galaxy S4…
Samsung Galaxy S III
11%
9%
8%
7%
7%
Apple iPad 2
Apple iPad 4
Apple iPad 3
Apple iPad Air
Apple iPad Mini
22%
19%
14%
14%
14%
Apple iPad 2
Apple iPad 4
Apple iPad 3
Apple iPad Air
Apple iPad Mini
18%
13%
9%
9%
8%
Apple iPad 2
Apple iPad 4
Apple iPad Air
Apple iPad Mini
Apple iPad 3
39% 59% 1.3% 0.1% 81% 11% 7% 0.3%
48% 23% 12% 12%
[4, 5) [5, 6) [2, 3) [3, 4)
59% 21% 15% 4% 48% 27% 14% 9%
35% 35% 23% 5%
[9, 10) [7, 8) [10, 11) [8, 9)
59% 29% 9% 2% 69% 21% 8% 2%
72% 6% 18% 3.9%
Android iOS Windows Phone OS RIM OS
3
MOVR
• Purpose of Report
– ScientiaMobile has published MOVR to provide the mobile Web community with timely information on mobile Web device usage.
– We hope to stimulate interest in mobile device trends, device capabilities, and tools for analyzing and managing device fragmentation.
• Sources of Data and Filtering
– The information in this report is based on a representative sample of a larger data set. The sample size is 5.2 billion requests from April 2014 to end of December 2014.
– MOVR focuses on mobile devices, consisting of smartphones, tablets, and feature phones.
– While the dataset includes desktops, laptops, smart TVs, game consoles, apps, and robots, we have excluded them, unless otherwise noted
– We have used an Equivalent Weighted Sites (EWS) methodology that indexes the traffic at each site and assigns an equal weight to each site.
– Samples sizes for Africa and Oceania are small enough that we have a low level of confidence that these figures are representative. However, the source data from these continents continues to grow. Over time, we will improve the quality of these figures. In the meantime, we feel that more information is better than less for people looking for insights in these continents.
– To download the data files supporting MOVR, or subscribe to future publications of MOVR, please visit us at www.scientiamobile.com/page/movr-mobile-overview-report
Excluded • Desktops and laptops • Smart TV • Game Consoles • Apps • Robots
Included • Smartphones • Tablets • Feature
Phones
4
Report Specifications
Definitions
• What is a Hit? Each time a user visits a Web page and a UA is generated and tested by WURFL (through a number of mechanisms), a “hit” is recorded in the ScientiaMobile dataset. All data reported in MOVR reflects hits, not the count of physical devices generating the hit.
• What is a smartphone? A smartphone must meet several criteria, including that it should be a wireless device, have a touch screen with horizontal resolution greater than or equal to 320px, and not be considered a tablet.
• What is a tablet? Criteria for a tablet include: a wireless device, larger than 6”, and running a mobile or tablet OS. One exception is that a full version of Windows on running on a tablet is considered to be a laptop.
MOVR
• What is a feature phone? It is a wireless device that falls into one of the three categories: classic feature phones, modern feature phones, and old smartphones
– Classic feature phone: Typically a bar, slide or clamshell form factor with limited possibilities to install apps and a proprietary OS. Other criteria include a physical keyboard and a low price range. Examples are Nokia Series 30 and 40 or Motorola Razr devices.
– Modern feature phone: These phones also have a low price range. They are “smartphone-like”, but targeted at the classic feature phone market. They may have a smartphone OS. They borrow features from classic feature phones, such as size or screen size. Examples are Nokia Asha series or Samsung Galaxy Pocket.
– Old smartphones: These smartphones are older than 3 years and were high-end devices when launched. Classic Blackberry devices and Symbian-based devices fall in this category. Likewise, more recent devices with a touch screen, but with older hardware or older versions of Android, iOS or Windows Phone also fall in this category.
• What is MNO Traffic? Traffic originating from Mobile Network Operators (MNO) is detected by its gateway IP address. If the IP address belongs to, or is operated by, a known MNO or MVNO (virtual operator) either for mobile phone internet access or mobile broadband, then it is defined as MNO traffic.
5
Definitions (continued)
About WURFL
• ScientiaMobile uses its WURFL products to collect and analyze the device intelligence contained in the MOVR report. WURFL is a Device Detection Repository (DDR) that integrates an API and XML to provide an always-updated source for detecting devices and their capabilities. For more than 10 years, WURFL has been the industry standard for device detection. Today, ScientiaMobile offers a number of WURFL products to suit a range of needs, from small developers to large enterprises.
• WURFL OnSite and WURFL InFuze provide businesses with high performance server-side device detection solutions.
• WURFL Cloud provides an always-updated, low-maintenance approach to device detection.
• WURFL.js and WURFL.js Business Edition provide front-end developers with access to the power of device detection through javascript snippets.
• WURFL InSight provides business intelligence analysts with a table-based device detection tool that will integrate easily with data analysis tools.
Comparison of Continents
6
MOVR 7
Form Factor
Feature Phones
• Africa (7%) and S. America (8%) exhibit the highest penetration of feature phones, but they also show a declining trend.
Smartphones
• All continents are close to or over 60% smartphone penetration, showing that the dominance of the smartphone.
*Oceania and Africa reflect a small sample size Source: ScientiaMobile
Tablets
• North America (33%), Europe (39%) and Oceania (39%) exhibit a high amount of tablet traffic, but it is declining slightly.
• Tablet growth in Asia and S. America is proceeding, but it remains small in comparison to Europe and N. America.
MOVR
84%
32%
18%
4% 5% 3% 4% 5%
32%
58%
38% 44%
59%
81% 84%
16%
68%
82%
96% 95% 97% 96% 95%
68%
42%
62% 56%
41%
19% 16%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Orientation by Diagonal Size
portrait
landscape
8
Orientation by Form Factor
• 94% of the smartphone hits indicate a portrait orientation.
• Tablets are used in landscape (54%) only slightly more than portrait (46%).
• Smaller tablets are more prone to portrait orientation. As the diagonal size increases, they are more prone to landscape orientation.
Source: ScientiaMobile Source: ScientiaMobile
6%
54%
94%
46%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Smartphone Tablet
Orientation by Form Factor (Global)
portrait
landscape
Diagonal Size - Inches
MOVR
7%
21%
23%
50%
61%
12%
3%
3%
5%
3%
3%
1.3%
5%
1.3%
2%
0.8%
0.7%
2%
3%
7%
7%
7%
2%
10%
0.7%
1.1%
0.6%
4%
0.5%
20%
18%
5%
7%
2%
1.1%
7%
38%
44%
36%
28%
28%
37%
6%
5%
9%
0.7%
2%
6%
2%
1.4%
3%
0.2%
0.9%
0.8%
17%
13%
6%
4%
1.4%
4%
Africa
Asia
Europe
North America
Oceania
South America
Apple HTC Huawei LG Motorola Nokia Samsung Sony Sony Ericsson Other
9
Smartphone Manufacturers
• Samsung and Apple continue to capture the #1 and #2 manufacturers in most continents, frequently generating over 60% of hits.
• Nokia, LG, Motorola, HTC, Sony, Huawei, and Blackberry individually rarely account for over 10% of hits in most continents.
Source: ScientiaMobile Source: ScientiaMobile
MOVR 10
Smartphone Manufacturer Trend
• Apple continue to grow significant share (frequently over 5%) in all continents except Europe.
• Samsung is growing in Asia and S. America.
• While Motorola saw the largest drop in S. America (-9.1%) it still has 30% share
High Growth High Reduction
Manufacturer Africa Asia Europe N. America Oceania S. America
ALCATEL -3.3% 0.0% 1.2% -0.2% 0.2% 0.7%
Apple 3.4% 7.1% -4.9% 6.2% 5.3% 5.5%
BlackBerry -2.9% 0.0% -1.1% 0.3% 0.0% -0.3%
HTC 1.9% -2.2% -0.1% -1.7% -1.4% 0.2%
Huawei -7.1% 0.3% 0.9% 0.1% 0.2% -0.7%
LENOVO 0.2% -0.1% 0.2% 0.0% 0.0% 0.0%
LG 1.0% -1.3% 1.1% -3.5% -0.2% 0.6%
Motorola 0.5% 0.3% -0.7% -0.7% 0.0% -9.1%
Nokia 6.7% -3.1% -0.3% -0.1% -5.3% -0.3%
Oppo 0.0% -0.7% 0.0% 0.0% 0.0% 0.0%
RIM 2.1% 0.3% 0.2% 0.2% 0.0% 0.1%
Samsung -3.8% 2.8% 0.2% -0.4% 0.9% 5.3%
Sony -2.8% -3.7% 1.9% -0.2% -0.1% -1.2%
Sony Ericsson -0.6% -1.6% 0.1% -0.1% -0.3% -0.6%
Tecno 3.2% 0.0% 0.0% 0.0% 0.0% 0.0%
Xiaomi 0.0% -0.2% -0.1% 0.0% 0.0% 0.0%
ZTE -0.3% 0.0% 0.3% 0.0% 0.1% 0.0%
Source: ScientiaMobile. Note: figures reflect percentage point change (Q4%-Q3%)
MOVR
1.4%
1%
2%
0.5%
0.3%
0.7%
0.2%
0.1%
0.4%
4%
0.2%
0.1%
44%
70%
61%
77%
87%
60%
2%
4%
5%
3%
1.3%
1.2%
3%
1%
3%
0.3%
0.3%
2%
0.5%
0.5%
1.3%
3%
1.2%
0.4%
38%
18%
21%
9%
9%
30%
10%
5%
6%
3%
0.9%
6%
Africa
Asia
Europe
North America
Oceania
South America
Acer Amazon Apple Asus LENOVO Microsoft Samsung Other
11
Tablet Manufacturers
• Apple continues to dominate the tablet form factor, with over 60% of hits in most continents.
• Samsung is the #2 manufacturer, with 20-30% of hits in S. America and Asia.
• Asus, Lenovo, Amazon, Microsoft, and Acer cumulatively account for less than 15% of hits in most continents.
Source: ScientiaMobile
MOVR 12
Tablet Manufacturer Trends
High Growth High Reduction
• Apple grew share about 17% in Asia, South America, and Africa at the expense of Samsung, as well as Asus and Lenovo.
Manufacturer Africa Asia Europe North America Oceania South America ALCATEL -0.3% 0.0% 0.4% 0.0% 0.0% 0.1% Acer -1.0% -1.9% 0.2% 0.0% -0.1% -0.3% Amazon 0.1% 0.0% -1.8% -0.9% 0.1% 0.0% Apple 17.1% 16.4% -0.9% -2.6% -1.0% 17.9% Asus -0.2% -6.6% 0.2% 1.0% -0.4% -0.6% Barnes and Noble 0.0% 0.0% 0.0% -0.1% 0.0% 0.0% Crius -0.6% 0.0% 0.0% 0.0% 0.0% 0.0% Fondi -0.1% 0.0% 0.0% 0.0% 0.0% 0.0% HCL 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% HP 0.1% -0.2% -0.1% 0.0% 0.1% -3.7% Huawei -1.4% -0.5% 0.8% 0.0% 0.0% -0.2% LENOVO -6.2% -1.3% 2.2% 0.0% 0.2% -2.7% LG 0.2% -0.2% 0.2% 0.1% 0.0% -0.1% Microsoft 0.4% 0.3% 0.6% 1.5% 0.2% 0.1% Motorola 0.1% 0.2% 0.0% 0.2% 0.0% 0.4% Nextbook 0.0% 0.0% 0.0% -0.1% 0.0% 0.2% Prestigio 0.0% 0.0% 0.6% 0.0% 0.0% -0.1% Quanta 0.0% 0.0% 0.0% 0.1% 0.0% 0.0% RIM 0.1% 0.1% 0.2% 0.3% 0.0% 0.1% Samsung -10.8% -6.5% -2.1% 0.6% 1.2% -11.0% Sony -0.9% -0.6% 0.0% 0.1% -0.2% -0.3% Tecno 2.6% 0.0% 0.0% 0.0% 0.0% 0.0% Telstra 0.0% 0.0% 0.0% 0.0% 0.0% 0.0% Tesco 0.0% 0.0% -0.6% 0.0% 0.0% 0.0% Toshiba 0.1% -0.2% 0.1% 0.0% -0.1% -0.4% Xiaomi 0.0% 1.1% 0.0% 0.0% 0.0% 0.0%
Source: ScientiaMobile. Note: figures reflect percentage point change (Q4%-Q3%)
MOVR
Top Smartphones Africa Asia Europe N. America Oceania S. America
Apple iPhone 4 0.7% 1.5% 3.0% 3.0% 4.1% 1.5%
Apple iPhone 4S 1.1% 3.5% 5.2% 7.5% 8.9% 2.9%
Apple iPhone 5 2.3% 7.4% 6.2% 12.5% 18.7% 3.0%
Apple iPhone 5C 0.4% 0.9% 2.0% 6.8% 4.9% 1.1%
Apple iPhone 5S 2.2% 7.5% 6.4% 15.7% 16.9% 3.4%
Apple iPhone 6 0.5% 1.4% 1.7% 6.5% 8.2% 0.4%
Apple iPhone 6 Plus 0.2% 0.5% 0.3% 2.0% 2.6% 0.1%
Huawei Y220-U00 1.8% 0.0% 0.0% 0.0% 0.0% 0.0%
Motorola Moto G 0.3% 0.5% 0.3% 0.8% 0.2% 11.3%
Nokia Lumia 520 7.2% 1.5% 1.9% 0.2% 0.2% 3.0%
Samsung Galaxy Grand Quattro 0.1% 0.8% 0.0% 0.0% 0.0% 2.9%
Samsung Galaxy Note 3 3.5% 5.9% 1.2% 2.4% 2.0% 0.6%
Samsung Galaxy Note II 1.3% 4.8% 0.9% 1.0% 1.0% 0.5%
Samsung Galaxy S III 3.3% 3.8% 4.9% 5.1% 2.7% 3.0%
Samsung Galaxy S III Mini 2.4% 0.8% 2.2% 0.3% 0.3% 2.8%
Samsung Galaxy S4 6.7% 6.4% 5.1% 6.4% 6.6% 4.7%
Samsung Galaxy S4 Mini 3.1% 1.1% 2.5% 0.4% 0.6% 3.2%
Samsung Galaxy S5 3.7% 3.2% 2.9% 4.8% 6.1% 2.1%
13
Top Smartphones • Across six continents, the combined list of top 10s generates only 18 devices, showing even more consensus of popularity
vs. Q3 2014 when it was 24 devices. • iPhone 6 and 6 Plus are new entrants to this list, posting 6.5% and 2% respectively in N. America. • Some devices show strength on certain continents: Moto G (S. America); Nokia Lumia 520 (Asia , S. America); Huawei Y220-
U00 (Africa).
High Share Low Share Source: ScientiaMobile
MOVR 14
Smartphone Trends
High Growth High Reduction
• Comparing the summative share of these top 10 vs the remaining “long tail”, the top 10 grew 8% points in Q4 vs. Q3 in Asia and North America. Conversely, in Europe, the top 10 dropped -10% points.
• In N. America and Europe, the Apple iPhone 6 has quickly grown, gaining 4.8% in Q4.
• The iPhone 5S continues to grow in Asia (3%) and N. America (2.5%).
• The Samsung S5 has continued its growth, but the S4 appears to dropping in popularity (-2.8% ) in Europe. Smartphone Trends Africa Asia Europe N. America Oceania S. America
Apple iPhone 4 0.32% 0.57% -0.73% 0.32% 0.45% 0.69%
Apple iPhone 4S 0.50% 1.02% -1.34% 0.01% -0.19% 1.38%
Apple iPhone 5 0.92% 2.52% -2.20% 0.08% -2.19% 1.21%
Apple iPhone 5C 0.25% 0.31% 0.62% 1.41% 1.55% 0.63%
Apple iPhone 5S 0.97% 3.08% -1.12% 2.49% 0.36% 1.69%
Apple iPhone 6 0.47% 1.29% 1.34% 4.85% 6.11% 0.40%
Apple iPhone 6 Plus 0.17% 0.50% 0.25% 1.71% 2.06% 0.08%
Huawei Y220-U00 -7.26% 0.01% 0.00% 0.00% 0.01% 0.00%
Motorola Moto G 0.13% 0.11% -0.59% -0.26% -0.03% -5.61%
Nokia Lumia 520 1.94% -1.63% -0.98% -0.05% -1.77% -0.15%
Samsung Galaxy Grand Quattro 0.07% -0.50% -0.02% -0.01% 0.01% 0.93%
Samsung Galaxy Note 3 0.06% 0.21% -0.83% -0.34% -0.08% -0.15%
Samsung Galaxy Note II 0.08% -1.03% -0.55% -0.32% -0.33% -0.04%
Samsung Galaxy S III -0.42% -0.27% -0.42% -2.03% 0.41% -0.92%
Samsung Galaxy S III Mini -1.20% 0.03% -0.95% -0.30% 0.10% -0.54%
Samsung Galaxy S4 -5.05% -0.12% -2.86% -0.32% -1.30% -0.53%
Samsung Galaxy S4 Mini -1.72% 0.54% -0.17% -0.10% -0.16% -0.20%
Samsung Galaxy S5 -0.12% 1.37% 0.22% 1.14% 1.22% 0.46%
Source: ScientiaMobile. Note: figures reflect percentage point change (Q4%-Q3%)
MOVR
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
9/1/2014 10/1/2014 11/1/2014 12/1/2014
iPhone 6 Plus
iPhone 6
iPhone 5S
iPhone 5C
iPhone 5
iPhone 4S
iPhone 4
15
Spotlight on iPhone 6 and 6 Plus Globally
• Daily trends of the iPhone 6 and 6 Plus show dramatic growth by the end of Q4 2014, ending with 14% and 4% respectively. • The iPhone 5 declined -11% during this period, indicating that many users may be upgrading to the 6 or 6 Plus. • In contrast, the iPhone 5S has dropped only -4% over the same period, and the 5C has grown 2%. • Older iPhones such as the 4 and 4S are holding consistent share globally.
iPhone 6; 14%
iPhone 6 Plus ; 4%
iPhone 5; -11% decline
Source: ScientiaMobile
MOVR
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
9/1/2014 10/1/2014 11/1/2014 12/1/2014
iPhone 6 Plus
iPhone 6
iPhone 5S
iPhone 5C
iPhone 5
iPhone 4S
iPhone 4
16
Spotlight on iPhone 6 and 6 Plus N. America
• In comparison to the Global trends, N. America shows an even more dramatic growth for the iPhone 6 and 6 Plus, posting 18% and 7% share of iPhone traffic respectively.
• Much of this comes from the upgrading of iPhone 5 users, showing a -14% decline, and 4S (-8%). • In contrast, the 5C grew 1% and the 5S declined only -2%.
iPhone 6; 18%
iPhone 6 Plus ; 7%
iPhone 5; -14% decline
Source: ScientiaMobile
MOVR 17
Top Tablets
• Like smartphones, there is a growing consensus on 16 tablets making up the top 10 tablets across all continents, down from 19 in Q3 2014.
• Apple’s iPads continue to be the most popular tablets on most continents, with the Mini models showing strength in Asia. • Samsung has many models and sizes that round out the remainder of the top lists, with the Amazon Kindle Fire, and
Microsoft Windows RT Tablet the two exceptions to the Apple and Samsung dominance.
High Share Low Share
Top Tablets Africa Asia Europe N. America Oceania S. America
Amazon Kindle Fire 0.1% 0.0% 0.1% 1.4% 0.0% 0.1%
Apple iPad 2 10.9% 11.3% 15.3% 21.5% 22.4% 17.7%
Apple iPad 3 8.0% 11.9% 7.8% 9.4% 13.9% 7.8%
Apple iPad 4 9.5% 12.1% 12.0% 14.5% 18.6% 12.8%
Apple iPad Air 7.3% 11.9% 10.9% 13.0% 13.7% 9.5%
Apple iPad Mini 7.1% 15.3% 12.0% 13.2% 13.5% 8.9%
Apple iPad Mini Retina 1.5% 7.0% 3.5% 3.7% 3.9% 3.0%
Microsoft Windows RT Tablet 0.5% 0.5% 1.0% 2.8% 1.1% 0.4%
Samsung Galaxy Note 10.1 3.3% 1.6% 1.6% 0.6% 1.1% 2.8%
Samsung Galaxy Note 8.0 1.7% 1.7% 0.2% 0.2% 0.7% 1.4%
Samsung Galaxy Tab 2 10.1 3.5% 2.1% 3.8% 1.2% 1.2% 3.7%
Samsung Galaxy Tab 2 7.0 3.2% 2.2% 2.6% 0.7% 0.3% 6.1%
Samsung Galaxy Tab 3 10.1 3G 6.3% 0.4% 1.7% 0.6% 0.6% 0.9%
Samsung Galaxy Tab 3 7.0 1.2% 1.4% 1.3% 1.4% 0.4% 2.3%
Samsung Galaxy Tab 3 7.0 3G 4.0% 0.8% 0.4% 0.0% 0.0% 1.4%
Samsung Galaxy Tab 3 Lite 2.5% 1.2% 1.1% 0.2% 0.4% 3.9%
Source: ScientiaMobile
MOVR
Tablet Trends Africa Asia Europe N. America Oceania S. America
Amazon Kindle Fire 0.0% 0.0% 0.0% 0.5% 0.0% 0.0%
Apple iPad 2 3.9% 3.4% 0.5% -2.6% -0.7% 4.5%
Apple iPad 3 3.9% 2.2% -0.5% -1.6% -1.8% 1.2%
Apple iPad 4 3.5% 2.6% -0.2% -0.3% 0.0% 4.2%
Apple iPad Air 3.1% 3.5% 0.5% 0.9% 1.1% 4.8%
Apple iPad Mini 2.3% 3.1% -0.3% 0.3% 0.3% 2.4%
Apple iPad Mini Retina 0.3% 1.8% 0.0% 0.0% -0.8% 1.2%
Microsoft Windows RT Tablet 0.5% 0.3% 0.3% 1.4% 0.1% 0.1%
Samsung Galaxy Note 10.1 0.9% -0.2% -0.1% 0.1% 0.0% -0.5%
Samsung Galaxy Note 8.0 -0.8% -1.3% -0.2% 0.0% 0.2% -1.4%
Samsung Galaxy Tab 2 10.1 -2.1% 1.0% -1.3% -1.4% -0.1% 0.2%
Samsung Galaxy Tab 2 7.0 -2.2% -1.6% -0.8% -0.1% 0.0% -0.6%
Samsung Galaxy Tab 3 10.1 3G -6.3% 0.0% 0.9% 0.6% 0.5% 0.5%
Samsung Galaxy Tab 3 7.0 0.5% 0.1% -0.8% -0.1% 0.1% -3.1%
Samsung Galaxy Tab 3 7.0 3G -3.6% -2.9% 0.2% 0.0% 0.0% 0.4%
Samsung Galaxy Tab 3 Lite 0.9% -0.4% 0.6% 0.0% 0.3% -2.4%
18
Top Tablet Trends
• Apple’s iPads have grown significantly in Asia. However, neither of their newest iPads (Air 2, Mini 3) have made the top 10 lists
• As the only other manufacturer of size, Samsung saw the largest decrease from Apple’s gains.
Source: ScientiaMobile. Note: figures reflect percentage point change (Q4%-Q3%)
High Growth High Reduction
MOVR
Android Legacy, 5% Android 4, 3%
Android 4.1, 12%
Android 4.2, 11%
Android 4.3, 7%
Android 4.4, 24%
Android 5, 0.4% iOS Legacy, 2%
iOS 7, 3%
iOS 7.1, 8%
iOS 8, 6%
iOS 8.1, 8%
Windows Phone OS, 9%
Other, 0.7%
Android Legacy
Android 4
Android 4.1
Android 4.2
Android 4.3
Android 4.4
Android 5
iOS Legacy
iOS 7
iOS 7.1
iOS 8
iOS 8.1
Windows Phone OS
Other
19
Global Smartphone OS Release
• Globally, Android still holds a strong #1 position at 64%, growing by 3% since Q3 2014. • Android 4.4 is now the largest OS release at 24% of all smartphone hits. • Apple holds 26% share, with iOS 7.1 and iOS 8.1 of equal size (8%). • Windows Phone OS (9%) continues to grow.
Android Q4:64%
iOS Q4: 26%
Source: ScientiaMobile
MOVR 20
Smartphone OS Family Trends
• Android has over 60% of traffic in S. America, Europe, Asia, and Africa.
• N. America continues to be a large market for iOS at 48%. • In Asia and S. America, iOS continues to grow, reaching
19% and 11% respectively.
Source: ScientiaMobile
• In Asia, much of iOS grown comes from Windows Phone OS, whereas in S. America it comes from Android.
• Windows Phone OS has established 8% of hits in Europe, 5% in Asia, and 7% in S. America. It also appears to have significant share 18% in Africa.
MOVR
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
9/1/2014 10/1/2014 11/1/2014 12/1/2014
5
4.4
4.3
4.2
4.1
4
Legacy
21
Android Smartphone OS
Android 4.4; 47%
Android 5; 1.5%
• While fragmentation across release has been a major issue for Android, release 4.4 has substantially gained share and is now 47% of all Android hits.
• Legacy Android (prior to 4.0) is less than 10% now.
Source: ScientiaMobile
MOVR 22
Android OS Release Trends for Smartphones
• Android 4.4 is growing to be the dominant version , with significant growth in all continents. • 4.4 is the largest release on all continents except Africa and S. America • Legacy releases are under 10% in most continents.
Source: ScientiaMobile
MOVR
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
9/1/2014 10/1/2014 11/1/2014 12/1/2014
8.1
8
7.1
7
6.1
6
legacy
23
• Starting in mid September, iOS 8 started to displace much of 7.1. • Likewise the November release of iOS 8.1 has become the largest release with 55% • 7.1 is quickly diminishing, with only 26% of devices.
Spotlight on iOS 8 Penetration, Global
iOS 7.1; 26%; Decline of 53%
iOS 8.1; 55%
Source: ScientiaMobile
MOVR 24
iOS 8 Adoption by Eligible Device, Globally
66%
47%
45%
42%
52%
54%
48%
39%
47%
41%
34%
53%
55%
58%
100%
100%
48%
46%
52%
61%
100%
53%
100%
59%
iPhone 4S
iPhone 5
iPhone 5C
iPhone 5S
iPhone 6
iPhone 6 Plus
iPad 2
iPad 3
iPad 4
iPad Air
iPad Air 2
iPad Mini
iPad Mini 3
iPad Mini Retina
Less than iOS 8 iOS 8 or above
• Apple’s most popular iPhone 5S has 58% adoption of iOS 8 or above. • Lowest adoption is on iPhone 4S with 34%. • Apple iPad 2, an older but very popular model, has 48% adoption
MOVR
Tablet OS Trends
• iOS tablet share continues grow in Asia and S. America posting over 12% gains. • Android hold second place in all market, with N. America as its smallest percentage at 22%. • Windows RT has grown to 3% share in N. America.
Source: ScientiaMobile
25
MOVR 26
Smartphone Diagonal Size Trend
• The 5-5.5 and 5.5-6 inch sizes are consistently growing across all continents. • Asia exhibits the highest preference for larger phones, with 17% and 9% in the 5-5.5 and 5.5-6 inch ranges
respectively. • S. America has the smallest phones, with 71% under 4.5 inches
SmartphoneDiagonal
Size (inches)
Source: ScientiaMobile
MOVR 27
Tablet Diagonal Size Trends
Tablet Diagonal
Size (inches)
Source: ScientiaMobile
• Asia (38%) and S. America (39%) show a preference for smaller tablets (7-8 inches). • North America (59%) exhibits a preference for the original iPad’s larger dimensions (9.5-10 inches).
MOVR 28
Spotlight: Proxy Browser
proxy browser
5%
non-proxy browser
95%
Proxy Browser Share
68%
7%
3%
1.0%
1.0%
5%
Africa
Asia
Europe
North America
Oceania
South America
% of Proxy Browser Traffic
Proxy Browser Share by Continent
• A proxy browser uses a server to either render a page before shipping it to the client (Opera mini), optimize assets on a server before shipping it to the browser for rendering (Chrome).
• Proxy browsers, designed to reduce payload and bandwidth requirements, represent 5% of browser hits. • Africa generates 68% of the proxy browser traffic, over 9x the size of the next largest continent, Asia.
Source: ScientiaMobile Source: ScientiaMobile
MOVR 29
Spotlight: Proxy Browser Share
0.4%
19%
16%
69%
83%
79%
67%
55%
64%
21%
12%
19%
27%
1%
10%
3%
2%
0.4%
2%
11%
8%
4%
1%
1%
0.2%
1%
1%
2%
1.5%
3%
14%
1%
1%
1%
Africa
Asia
Europe
North America
Oceania
South America
Chrome Opera Mini Opera Turbo OviBrowser Puffin Silk UCWEB
• Africa, the largest proxy browser generator, gets 67% from Opera Mini and 27% from Opera Turbo. • Chrome, with its proxy enabled, generates substantial traffic in S. America (79%).
Source: ScientiaMobile
MOVR 30
Hourly Trend by Form Factor - Global
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 1 2 3 4
% o
f D
ail
y H
its
Hour of Day
Hourly Trend by Form Factor - Global
desktop
feature
smartphone
tablet
Source: ScientiaMobile
2.0x average
1.6x average
• Tablets (2.0x) have a higher peak usage than smartphones (1.6x). • Peak hours for both tablets and smartphones occur in the evening (21:00). • Desktops drop off in the evening and are clearly a work oriented tool.
Poland Compared to North America
31
MOVR
• Poland has a low share of feature phone traffic, similar to N. America
• Poland’s smartphone traffic (51%) is lower than its N. American counterpart (66%), primarily because of Poland’s high tablet usage.
• Tablet traffic makes up 47% of mobile hits in Poland, much higher than N. America (33%).
32
Percent of Mobile Hits by Form Factor
2%
51%
47%
1%
66%
33%
feature
smartphone
tablet
% of Mobile Hits
Form Factor
PL
North America
Source: ScientiaMobile
MOVR
• Samsung (33%) holds the top spot in Poland.
• Apple (15%), Sony (12%), Nokia (11%) and LG (11%) are all over the 10% threshold.
• Unlike N. America, where Samsung and Apple, generate almost 80% of share, the Polish market has multiple strong competitors.
• Apple holds a clear leadership position for tablets with 64% of traffic in Poland.
• Samsung, with 20% of hits, is the second largest.
• Lenovo (6%), Asus (3%), and Microsoft hold the remaining top 5 positions.
33
Whose Devices Drive Usage?
33%
15%
12%
11%
11%
5%
4%
2%
1.4%
1.2%
28%
50%
0.7%
1.5%
7%
3%
0.2%
0.1%
1.0%
0.8%
Samsung
Apple
Sony
Nokia
LG
HTC
Sony Ericsson
ALCATEL
Huawei
% of Smartphone Hits
Smartphone Manufacturers
PL
North America
64%
20%
6%
3%
1.4%
1.1%
0.9%
0.8%
0.6%
0.4%
77%
9%
0.3%
3%
3%
0.5%
0.2%
0.0%
0.0%
0.1%
Apple
Samsung
LENOVO
Asus
Microsoft
Acer
Sony
ALCATEL
Prestigio
Dell
% of Tablet Hits
Tablet Manufacturers
PL
North America
Source: ScientiaMobile Source: ScientiaMobile
MOVR
• Samsung SIII and iPhone 5S hold the #1 and #2 positions at 4%.
• Poland does not have a blockbuster smartphone with large share like N. America’s iPhone 5S or 5.
• Nokia Lumia 520 and Sony Xperia M2 are the only devices not manufactured by Samsung or Apple in the top 10.
• Apple holds the top 5 positions for tablets, with the iPad 2 as the most popular (15%)
• Samsung holds 4 of the top 10 positions. Its Galaxy Tab 2 10.1 holds 6th place with 5%.
34
What Are The Top Models By Usage?
4%
4%
3%
3%
3%
2%
2%
2%
2%
2%
5%
15%
6%
12%
7%
0.2%
0.0%
0.0%
5%
3%
Samsung Galaxy S III
Apple iPhone 5S
Samsung Galaxy S4
Apple iPhone 5
Apple iPhone 4S
Nokia Lumia 520
Samsung Galaxy Core Plus
Sony Xperia M2
Samsung Galaxy S5
Apple iPhone 4
% of Smartphone Hits
Top Smartphones
PL
North America
15%
11%
11%
10%
7%
5%
3%
2%
2%
2%
21%
14%
13%
13%
9%
1%
4%
1%
1%
0%
Apple iPad 2
Apple iPad 4
Apple iPad Mini
Apple iPad Air
Apple iPad 3
Samsung Galaxy Tab 2 10.1
Apple iPad Mini Retina
Samsung Galaxy Tab 2 7.0
Samsung Galaxy Tab 3 10.1 3G
Samsung Galaxy Tab 3 8.0
% of Tablet Hits
Top Tablets
PL
North America
Source: ScientiaMobile Source: ScientiaMobile
MOVR
• Android (73%) has a larger share of Smartphone OS in Poland, compared to N. America (48%).
• iOS has 14% of the Polish hits, much smaller than North America (49%).
• Windows Phone has a significant third place with 13%.
• Release 4.4 (29%) is the most popular Android release, but the Polish market is more fragmented than N. America, where 4.4 holds 58%.
35
Smartphone Market Share by Operating System
73%
14%
13%
0.5%
48%
49%
1.8%
1.0%
Android
iOS
WindowsPhone OS
RIM OS
% of Smartphone Hits
Smartphone OS
PL
North America
29%
22%
18%
12%
7%
6%
58%
15%
6%
7%
5%
6%
4.4
4.1
4.2
4.3
2.3
4
% of Android Smartphone Hits
Android Release
PL
North America
33%
31%
20%
7%
4%
28%
28%
25%
11%
4%
7.1
8.1
8
7
6.1
% of iOS Smartphone Hits
iOS Release
PL
North America
Source: ScientiaMobile Source: ScientiaMobile
MOVR
0%
1%
2%
3%
4%
5%
6%
7%
8%
9%
10%
5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 0 1 2 3 4
% o
f D
ail
y H
its
Local Time
Hourly Usage by Form Factor - Poland
desktop
feature
smartphone
tablet
• Desktop traffic in Poland drops significantly after work, with smartphones and tablets usage rising after work.
• Smartphones have a more constant usage, exhibiting a peak hour traffic that is 1.7x the average.
• Tablets have a more pronounced peak hour that is 2.0x the average traffic.
• Poland peaks in late afternoon, much earlier than most countries.
36
How Does Usage Vary During The Day?
2.0x average
1.7x average
Source: ScientiaMobile
MOVR 37
Mobile Network Operator Traffic
90%
37%
63%
76%
10%
63%
37%
24%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
desktop feature smartphone tablet
MNO Traffic by Form Factor
MNO
Non-MNO
• For smartphones, 37% of hits traverse a mobile operator’s IP gateway, indicating that Wi-Fi usage is relatively high in Poland.
• Tablets use the mobile network 24% of the time
Source: ScientiaMobile Source: ScientiaMobile
55% 64% 62% 64% 64% 60% 63% 60%
45% 36% 38% 36% 36% 40% 37% 40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
MNO Traffic by Smartphone Manufacturer
MNO
Non-MNO
MOVR 38
Mobile Network Operator Traffic by Manufacturer
• Apple makes a larger share of T-Mobile’s traffic in Poland. • Likewise, Samsung has a larger share of the Play (P4) traffic. • Nokia has a larger share with Orange and Plus.
Source: ScientiaMobile
3%
1%
0.5%
3%
19%
17%
18%
32%
3%
6%
3%
4%
7%
11%
11%
4%
3%
2%
2%
1%
14%
9%
16%
8%
5%
6%
10%
4%
31%
36%
27%
31%
11%
10%
10%
10%
4%
3%
3%
3%
Orange
Play (P4)
Plus (Polkomtel)
T-Mobile
Alcatel Apple HTC LG Lenovo Nokia Other Samsung Sony SonyEricsson
MOVR 39
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MOVR 40
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• www.wurfl.io
MOVR
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41
MOVR
• ScientiaMobile provides the industry’s most accurate and flexible device detection solution, helping customers deliver great web experiences and manage the increasingly fragmented mobile device ecosystem. ScientiaMobile sells WURFL, a constantly-updated repository that catalogues thousands of devices and their capabilities and provides access to them via range of API languages. The WURFL framework enables many organizations, including Fortune 500 companies, to effectively design and analyze web experiences for an ever-growing range of smartphones, tablets, smart TVs and game consoles.
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Disclaimer
• While ScientiaMobile, Inc. has used reasonable efforts accurately to prepare this report and the other data and information here (together the "Report") from data it and its affiliates have collected, this Report is made available to the public on an "AS IS" basis without warranty of any kind. SCIENTIAMOBILE, INC. AND ITS AFFILIATES MAKE NO REPRESENTATION AND DISCLAIM ALL EXPRESS, IMPLIED AND STATUTORY WARRANTIES OF ANY KIND TO ANY RECIPIENT OF THIS REPORT OR ANY OTHER THIRD PARTY, INCLUDING ANY WARRANTIES OF ACCURACY, TIMELINESS, COMPLETENESS, MERCHANTABILITY AND FITNESS FOR A PARTICULAR PURPOSE. The Report is limited to data collected from certain services offered by ScientiaMobile, Inc. and its affiliates -- a self-selected sample pool that may not reflect the greater internet user community – and consequently no conclusion should be drawn from this Report regarding the internet user base as a whole. The entire risk as to the quality (or lack thereof), completeness and your use of this Report is with you, the user of the Report. In no event will ScientiaMobile, Inc. or its affiliates be liable for any direct, indirect, incidental, special, consequential, or other damages, including loss of profit, arising out of the use of this Report, even if advised of the possibility of such damages.
• Any excerpts to, or use of this Report to reach new conclusions and/or analysis, should indicate ScientiaMobile, Inc. as its source, but derived conclusions and analyses generated from these Reports should be clearly attributed solely to their author.
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